Keeping up with the (marketing) Joneses

By Kevin Mackin, GM, Coremetrics, ANZ

There’s a lot of talk these days about personalised marketing or contextual marketing (there are many names floating about) which demand that your business delivers messages to your customers using the most appealing avenue and at the perfect moment in time. And while no one’s arguing against the need for more tailored marketing tactics, there are many retailers left scratching their head at the end of the day wondering how they’re going to achieve this new marketing mandate.